Vacation 2025: Between self-determination, bargain hunting and a guilty conscience
A new study by the BAT Foundation for Future Issues reveals how Germany travels today – and why the biggest individualists aren't necessarily the youngest. GfK surveyed 3,000 German citizens aged 18 and over online about their booking habits.
Travel is and remains a place of longing – but how, when, and with what expectations do Germans actually travel today? The latest tourism study by the BAT Foundation for Future Issues reveals a new area of tension between individualization, digital influences, and growing climate awareness. The desire for freedom and flexibility clashes with economic constraints, the influence of social media is changing travel decisions – and the 65+ generation, of all people, is proving to be the most autonomous group of vacationers.
Self-made instead of a carefree package: Who books how?
The classic package holiday is losing ground. Only 29% of those surveyed still opt for a complete package including flight, hotel, and activities from a single provider – compared to 33% twenty years ago. The vast majority now plan their holidays individually or use partial packages, meaning individual services that are combined with separate bookings.
Particularly noteworthy: The largest group of self-planners is not the 18- to 29-year-olds – but those over 65. 64% of seniors book their holidays entirely on their own, without a travel agency or platform. They compare offers, combine flights and accommodations independently, and increasingly rely on digital tools in the process.
In contrast, the younger generation is more reserved. Only about a third of those under 30 organize their holidays entirely independently. Around a third use partial package deals – for example, to secure flights or accommodation in advance – while the remaining third sticks with the classic package tour. Professor Dr. Ulrich Reinhardt:
„"The results contradict common stereotypes. Many consider digital natives to be particularly autonomous and tech-savvy – but when traveling, they show a surprising affinity for standardized offerings. It is the more experienced travelers who act independently and confidently – also digitally."“
More digital, more spontaneous – and increasingly contradictory
New developments are also emerging beyond the booking method:
- 36 % plan their holidays as early as possible,
- 11 % In contrast, people book spontaneously and travel last-minute.
- 14 % They are guided by social media or influencers when making their holiday decisions.
- 14 % prefer Airbnbs or private accommodations.
- 5 % They indicate that vegetarian or vegan options influence their choice of destination.
Also striking is the growing moral ambivalence:
14 % Germans feel guilty when they fly – at the same time, only 17 %, Sustainability is more important than price when choosing a travel destination. The desire to travel remains strong – but it is increasingly subject to ethical scrutiny.
Conclusion: Diversity instead of standardization
Travel in 2025 is characterized by individualization, but not by radical change. The fundamental booking patterns remain remarkably stable over 20 years – package tours decline slightly, independent travel increases moderately, and partial package holidays gain in importance. However, beneath the surface, the motivations are shifting: it's less about the "how" of the trip and more about the "why.".
Whether for cost reasons, digital curiosity, or a desire for control – the reasons for the way travelers organize their trips are as varied as the travelers themselves. What unites them all, however, is the desire for freedom of choice.
„Travel providers would be well advised to focus less on rigid, all-inclusive packages in the future – and instead offer flexible modular systems,“ said Reinhardt. „Germans don’t want pre-packaged trips – they want offers that suit them.“
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